The Santa Clarita Valley experienced a 9.1 percent increase, the largest percentage increase in hotel occupancy among Los Angeles markets, when comparing January through August 2011 and the same time period in 2010, according to PKF Hospitality Research’ August 2011 Trends report.
Santa Clarita also enjoyed a 7.1 percent increase in occupancy for the month of August 2011, the second largest increase for the month when comparing the area to other Los Angeles markets. Santa Clarita’s occupancy in August 2011 was 84.24 percent, compared to 78.63 percent in August 2010.
Santa Clarita’s strong year can be attributed to several factors, including an improving regional economy and the fact that the area’s landmark attraction, Six Flags Magic Mountain, opened several new rides this year, including Superman: Escape from Krypton and Green Lantern: First Flight. The City also successfully attracted several lifestyle spectator events, including the Amgen Tour of California cycling race and numerous team soccer and aquatic events.
“Our focus has been and will continue to be attracting a variety of sports and lifestyle tourism events to Santa Clarita and these efforts are paying off,” Santa Clarita Mayor Marsha McLean said. “Santa Clarita offers state-of-the-art sports facilities, great restaurants and shopping, a world renowned theme park, and family-friendly activities. The word is definitely spreading about Santa Clarita as an ideal sporting and lifestyle event destination.”
Sports tourism is an important focus for the city of Santa Clarita. The city’s driving factors for event attraction include the direct economic benefit local businesses receive from visitor dollars, as well as the positive name recognition Santa Clarita enjoys from its association with premier events. The city of Santa Clarita continues to work with local, state, and national agencies to encourage sporting events, both small and large, to call Santa Clarita home. These efforts not only provide unique opportunities for residents; they also help Santa Clarita’s hotels maintain higher hotel occupancy levels.
In 2010 the city of Santa Clarita collaborated with five hotel partners to form the area’s first Tourism Marketing District (TMD) as part of the 21-Point Business Plan for Progress. The TMD hotel properties collect an additional two percent assessment on visitor room nights, with assessment fees used to market Santa Clarita and support event attraction and retention. The TMD efforts to raise awareness about Santa Clarita as a tourism destination are another component of the area’s tourism success in 2011.
For additional information about Santa Clarita as a tourism destination, including details about annual events and year-round attractions, check out VisitSantaClarita.com or contact Amy Sparks with the City of Santa Clarita’s Tourism Office at 661-286-4084.